Questions about norm diffusion in world politics are not simply about
whether and how ideas matter, but also which and whose ideas matter.
Constructivist scholarship on norms tends to focus on
“hard” cases of moral transformation in which
“good” global norms prevail over the “bad”
local beliefs and practices. But many local beliefs are themselves part
of a legitimate normative order, which conditions the acceptance of
foreign norms. Going beyond an existential notion of congruence, this
article proposes a dynamic explanation of norm diffusion that describes
how local agents reconstruct foreign norms to ensure the norms fit with
the agents' cognitive priors and identities. Congruence building
thus becomes key to acceptance. Localization, not wholesale acceptance
or rejection, settles most cases of normative contestation. Comparing
the impact of two transnational norms on the Association of Southeast
Asian Nations (ASEAN), this article shows that the variation in the
norms' acceptance, indicated by the changes they produced in the
goals and institutional apparatuses of the regional group, could be
explained by the differential ability of local agents to reconstruct
the norms to ensure a better fit with prior local norms, and the
potential of the localized norm to enhance the appeal of some of their
prior beliefs and institutions.I thank
Peter Katzenstein, Jack Snyder, Chris Reus-Smit, Brian Job, Paul Evans,
Iain Johnston, David Capie, Helen Nesadurai, Jeffrey Checkel, Kwa Chong
Guan, Khong Yuen Foong, Anthony Milner, John Hobson, Etel Solingen,
Michael Barnett, Richard Price, Martha Finnemore, and Frank
Schimmelfennig for their comments on various earlier drafts of the
article. This article is a revised version of a draft prepared for the
American Political Science Association annual convention, San
Francisco, 29 August–2 September 2001. Seminars on the article
were offered at the Belfer Center for Science and International
Affairs, Harvard University, in April 2001; the Modern Asia Seminar
Series at Harvard University's Asia Center, in May 2001; the
Department of International Relations, Australian National University,
in September 2001; and the Institute of International Relations,
University of British Columbia, in April 2002. I thank these
institutions for their lively seminars offering invaluable feedback. I
gratefully acknowledge valuable research assistance provided by Tan Ban
Seng, Deborah Lee, and Karyn Wang at the Institute of Defence and
Strategic Studies. I am also grateful to Harvard University Asia Centre
and the Kennedy School's Asia Pacific Policy Program for
fellowships to facilitate my research during
2000–2001.